PUMA SOUTH EAST ASIA GIVES A NEW TAKE ON THE WORLD OF EDM WITH FOOT TAPPING

Last month, global sports brand PUMA announced their latest sneaker
franchise the Mirage, with famed French DJ and record producer DJ Snake as the ambassador fronting the campaign. The Mirage has been brought back from the PUMA archive and revamped with a new perspective on street style, using inspiration from the world of DJs and electronic dance music (EDM). A mashup of retro sneakers with futuristic inspiration, PUMA’s Mirage Tech features trippy colors, eye-catching materials, and futuristic elements taking inspiration from the lights, energy, and atmosphere of EDM shows. Together with local artistes and DJs across Southeast Asia, PUMA SEA invites you to see how music continues to live and thrive in today’s new normal by tying in sneakers with EDM culture. Bringing back
the feeling and spirit of EDM in a time where people are distanced from clubs and music festivals, PUMA’s South East Asia Campaign, Foot Tapping, continues to celebrate dance and music culture like never before.

Fronted by PUMA Southeast Asia Ambassador, Tosh Rock and Inquisitive of Singapore, and featuring DJs KILD (@kildofficial), Indonesia, and Yusef Kifah (@yusefkifah), Malaysia, Foot Tapping is a Southeast Asian collaboration of epic proportions.

As part of the Foot Tapping campaign, users can expect an EDM track created through motion and foot- tapping together with a “live” music video as well as behind-the-scenes footage of the track’s creation. A base track from the EDM track will be used as background music on an Instagram Filter (hosted on @inquisitive) which tracks the movement of the user’s head to trigger sneakers that taps on beatpads, creating sound samples. With this filter launching on 28 March, PUMA welcomes users to bring to life the idea of creating and remixing music with the PUMA Mirage sneaker.

PRESENT YOUR MIRAGE FACE FILTER AND BUY ANY PUMA LIFESTYLE SHOES INSTORES TO GET 20% OFF PUMA APPARELS
Providing users with an immersive experience both online and offline, purchase any PUMA lifestyle shoes in stores and present screenshots of the Mirage filter on IGS to enjoy a 20% discount on PUMA lifestyle apparels at PUMA stores. Hoping to encourage music creativity in a time where live EDM is not possible, PUMA is also giving away a pair of PUMA Mirage Tech to the user with the best beat.

The beat has dropped and so has the PUMA Mirage Tech. Available from 24 March 2021 in PUMA.com, PUMA Stores, JD Sports, Royal Sporting House, and select retailers worldwide. Be on the lookout for additional colorways and new Mirage designs which will release throughout 2021.

ARTISTE PROFILE
About Yusef Kifah (Malaysia) Yusef Kifah, aka Kifah is a music producer/DJ hailing from Kuala Lumpur, Malaysia. He first rose to prominence at the tender age of 17 with his track “EXOLEKTRA”, which took the No.1 spot on TrackItDown’s TRANCE chart. In the many years he has been creating his own unique brand of EDM, he
has had his songs released on labels supported by major acts such as Armin van Buuren, Paul van Dyk and Timmy Trumpet. Kifah is also the first Malaysian EDM artist to be featured on Spotify.

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